Word: disneyism
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...That's what Disney is counting on. Having just celebrated her 14th birthday, Cyrus is at the center of a synergistic whirlwind of guest appearances, concert dates and recording sessions aimed at hyping Hannah Montana. She's performing in several cities as opening act for The Cheetah Girls - a made-by-Disney tween-targeted girl group - on their 40-city tour. She rode a celebrity float in the Macy's Thanksgiving Day parade before returning to Los Angeles to start production on the series' second season...
...think the success of Hannah Montana is due solely to Cyrus' charm and talent, you've been watching too many Disney movies. Like her predecessors, Hillary Duff (Lizzie McGuire) and Raven Symone (That's So Raven), the twangy-voiced Cyrus was plucked from the ranks of minor actors by Disney and anointed to be its newest star. While she certainly has musical talent and charisma, she's also the product of a winning formula for creating shows that tweens love and make stars out of its leads...
...Disney has become a hit machine and all cylinders are clicking," says Jason Maltby, president of New York-based MediaShare, a New York based ad buying firm. "Its successes breed more successes and provide a platform for new shows like Hannah Montana...
...formula starts with a simple concept: an ordinary person in an extraordinary situation. "It has to have an aspirational quality," explains Disney Channel Worldwide President Rich Ross. The idea for a show about a teen girl leading a double life as a pop star had the right fantasy quotient for the target audience. "Celebrity is huge for kids because of the sense of empowerment. Especially with all the reality shows now on TV," says executive producer Steven Peterman...
...most important part, which Disney has perfected, is identifying and developing unknown talent to star in its shows. Like other Disney Channel series, Hannah Montana was cast-contingent when the network green-lighted the concept in 2005. The search for the right actress to play Miley Stewart - Hannah Montana by night - went on for a year. The young woman had to be appealing and cool for tweens but also parent-friendly. Producers say they want actors who can balance school with the demands of a TV show - and not end up in the tabloids. She also had to have musical...